[Customer] Inbound Marketing: How a B2B company used a content marketing strategy to improve customer experience

'Tweet Inbound marketing is typically a term reserved for B2C companies striving to draw customers in with flashy social media campaigns, witty tweets and beautiful infographics. In the example below, Precor identified three key industries that it targets as customers. Inbound Marketing B2B content marketing customers inbound marketing Who are we speaking to?

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B2B LEAD GENERATION BLOG

APRIL 15, 2012

[Customer] Universal Lead Definition: Why 61% of B2B marketers are wasting resources and how they can stop

It also: Fits the profile of your ideal customer. An inquiry becomes a lead when it: Fits the target customer profile (industry, revenue, number of employees, etc.). Tweet Confession: I wish I could flash this across every marketer’s computer screen the moment it powered up: A universal lead definition (ULD) clarifies what a lead is to everyone in your organization. Not really.

member of our B2B Lead Roundtable Group underscored this statistic when she noted recommendations are how one of her clients earns most of its customers. Borenstein related this illustration: “Let’s say your customers bought a piece of electronic equipment. Your marketing and sales department could insist that customers bought the equipment because they loved the product.

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B2B LEAD GENERATION BLOG

SEPTEMBER 9, 2012

[Customer] Buy, Build or Both Part 2: The basics of list building

In fact, periodically ask your best customers what they typed into Google when they first started searching, per this article: “ 8 Questions to Steer Your Marketing Priorities.” Always bring customers back to a place where they can be added to your list. Read the first post here: “ List Buying: 3 reasons why this tactic can be deadly for marketers.”

'Tweet Who are your customers? While it may be (hopefully) impossible to individually name your customers from memory, marketers need to be extremely familiar with them. Realizing they were missing an entire swath of potential consumers, Jacob and the team at One Call Now embarked on an entire website redesign, and with it, new funnels for customers.

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B2B LEAD GENERATION BLOG

AUGUST 11, 2014

[Customer] How to Put the Customer First in Lead Generation

'Tweet Putting customers first in lead generation. As marketers, we have more ways to observe our customers behavior and can leverage tools like marketing automation, Web analytics and CRM systems to help us manage all this complexity. That missing piece is customer empathy. To build that empathy, I recommend: Push the acronyms aside and actually talk to your customer.

Through developing an Ideal Customer Profile (ICP) and updating it at least every six months. Here are the steps to developing an ICP: Identify your five best customers. Identify your five worst customers. Analyze what they have in common: Your worst customers should look completely different than your best. An ICP created through thorough customer data analysis reveals the unvarnished truth. Related Resources: Lead Generation Check list – Part 3: Develop and intensify your Ideal Customer Profile. Tweet Joe is newly single. Except it was so much harder!
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'Tweet If you think a value proposition is just a catchy phrase or the elevator speech your salesmen can spout off to customers, consider what Michael Lanning, the creator of the term, has to say. It should be the heart of your business strategy — an articulation of how customers will be better off if they do what your business proposes.”. Value Proposition is a strategic choice — agreed to by all business functions — that details: Who your target customers are, what you want them to do in what timeframe and the competing alternatives. Consider the entire customer chain.
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[Customer] Lead Generation: Who knows the customer better – Marketing or Sales?

We talk to the customer every day…”. No matter how things are going, Sales tends to like to stick its nose in the Marketing plan, with the justification being, “We know the customer better. We all feel that we have a golden gut to some extent, especially when we’re interacting directly with customers. You have to realize potential customers, especially those that choose another vendor, may not always honestly tell you why. Marketing Strategy customer research Sales sales marketing alignment Well, all except one. We talk to them every day.”. CPU data – 5.9%.
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In today’s B2B Lead Roundtable Blog post, I want share the three simple steps for building customer personas Byron shared in his presentation to aid your targeted email marketing efforts. “We needed to get the right Marketing folks and the right Product Management folks together and we knew we needed Sales and the voice of the customer as well.”. Look to your existing customer data for insight into who buys from you. Once you have key people in the room, the trick to building personas is in looking at your existing customer data to gain insight into who buys from you.
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[Customer] Lead Generation: How Lithium Technologies uses webinars to grow its customer database

For instance, an organizational focus on social customer care and the popularity of content around ROI can become a webcast on “Getting to Big ROI with Social Customer Care.”. Lead Generation B2B content marketing customer relationship management lead capturing tactics lead generation marketing strategy webinars 'Tweet If you’re looking for a consistent way to build a list of highly qualified leads – then you might want to pay closer attention to what Bonnie Thomas, Director of Content Strategy, Lithium Technologies, is doing. a social software company. Step #1. Step #2.
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